Tweet activity dashboard

What is the Tweet Activity Dashboard?

The Tweet activity dashboard displays Tweet data to help you optimize your performance on Twitter. You can leverage these insights to inform ongoing content strategy for both paid and organic Tweets and content.

Here are a few questions the Tweet Activity Dashboard can help answer:

How many impressions do my tweets receive?

Which of my tweets resonate best with my target audience?

How do my tweet metrics break out by organic and promoted activity?

How does my recent performance compare to past results?

How do my engagement metrics breakdown by type?

How to use the dashboard

You must have access to Twitter Ads or Twitter Analytics to access the Tweet activity dashboard.

Users can get access to Twitter Ads by signing up at ads.twitter.com.

Users can get access to Twitter Analytics by signing up at analytics.twitter.com.

On ads.twitter.com: Click on the Analytics dropdown and select Tweet activity

The dashboard is separated into four main data points, described below:

Click into an individual Tweet to see specific data for that Tweet:

On mobile, click on one of your Tweets to get to the Tweet detail page, then tap View Tweet activity. Make sure you have installed the latest version of Twitter for iPhone or Android.

Definitions

App install attempts: Clicks to install an app via the Tweet's Card

App opens: Clicks to open an app via the Tweet's Card

Detail expands: Clicks on the Tweet to view more details

Embedded media clicks: Clicks to view a photo or video in the Tweet

Engagements: Total number of times a user interacted with a Tweet. Clicks anywhere on the Tweet, including retweets, replies, follows, favorites, links, cards, hashtags, embedded media, username, profile photo, or Tweet expansion

Engagement rate: Number of engagements divided by impressions

Favorites: Times a user favorited the Tweet

Follows: Times a user followed you directly from the Tweet

Hashtag clicks: Clicks on hashtag(s) in the Tweet

Impressions: Times a user is served a Tweet in timeline or search results

Leads submitted: Times a user submitted his/her info via Lead Generation Card in the Tweet

Link clicks: Clicks on a URL or Card in the Tweet

Permalink clicks: Clicks on the Tweet permalink (desktop only)

Replies: Times a user replied to the Tweet

Retweets: Times a user retweeted the Tweet

Shared via email: Times a user emailed the Tweet to someone

User profile clicks: Clicks on the name, @handle, or profile photo of the Tweet author

FAQ

How far back will the Tweets load? Up to 3,200 Tweets going back as far as October 2013. This does not include retweets.

Are Tweet metrics updated in real time? Yes, Tweets along with their impression and engagement metrics, are usually updated within a few seconds.

How do I sort Tweets by performance? There is currently no way to sort Tweets by performance; the Tweets are displayed in chronological order, with the most recent Tweet at the top of the page. To sort Tweets by a particular metric, you can download your Tweets via the export function, and sort in the file.

Do the "Tweets" and "Tweets and replies” tabs include organic and promoted data? The data in the Tweets and Tweets and replies tab includes both organic and promoted Tweets, and the Promoted tab only lists Tweets that have been promoted. When a Tweet in any tab has been promoted, it will include a row for organic data, and a row for promoted data. The first row contains organic-only metrics, and the second row labeled “Promoted in X campaign(s)” contains promoted-only metrics, summed up across all campaigns.

How can I find the campaigns in which my Tweets were promoted?

The Tweet detail page/overlay includes a list of campaigns that the Tweet was promoted in. You can access this page by clicking on an individual Promoted Tweet. Clicking on the campaign will take you to the campaign in Twitter Ads.

Best practices

Keep it conversational. Write a Tweet like you’re having a conversation with a good friend. Strive for a genuine, approachable communication style. Stay away from “marketing speak”—it’ll go a long way in making your voice your own.

Employ your knowledge and voice. This is also your chance to show oﬀ your own brand of humor, wit and know-how. People seek education and entertainment online. Use Twitter as a way to provide it.

Make it shareable. What makes people share? Funny, helpful, newsworthy or inspiring content. When you write a Tweet, imagine how your followers will use it. How will it help them?

Tweet exceptional content. On Twitter, there’s a pattern: the most retweeted content tends to contain links, pictures, videos or quotes. Paste a link of any length into the Tweet box and it will automatically be shortened to ﬁt the 140 character limit.

What’s the best way to engage your followers? Ask questions. Listen. Then show people you’re listening by responding. You’ll be amazed at the valuable insights you’ll get about your customers.

Watch the clock. Twitter happens in real time so there’s plenty of opportunity to guide conversations when they are most relevant to users. Keep your messages timely by tweeting relevant Tweets during events.

Iterate! Timeline Activity shows how every single one of your Tweets—organic and promoted—are performing. Experiment with out how different wording and content affects Mentions, Follows, Unfollows and more.

Monitor your campaign goals. Depending on the goal of your campaign—whether it's to increase your followers, or to create a wide-spread branding campaign— you may be more concerned about follow numbers vs. retweet numbers.